A brand is a promise symbolized by an identity expressed by communications and delivered through performance to create a seamless set of experiences to create value for your customers.
An identity is more than just a logo, it is the sign and symbol of the brand promise
• It has to perform both practical and emotional roles in a wide range of applications
•It needs to be distinct in a competitive and ever changing landscape
There are three types of identities
1.The wordmark, a specifically designed treatment of the name
2. The wordmark plus icon, usually a symbol attached or surrounding a wordmark
3. An icon, the hardest but purest,an instantly recognized symbol of the brand